Retailers will see an estimated 13% increase in e-commerce sales this year and nearly 70% of in-store purchases will be driven directly by online research*. But consumer attention online has never been more fragmented and fleeting. How can you maximize the impact of your holiday advertising investments?
By linking real-time conversation data to real-time advertising execution, you can ensure your holiday advertising is aligned with the most relevant content for your target audience. We call this unique targeting approach, Trend Advertising. Read on to learn how it can help you maximize your holiday campaign investment.
Target Conversions Wherever They Are
Modern consumers navigate to articles from social feeds rather than directly to a brand’s web site to learn about the latest products. By targeting campaigns around real-time trends you can reach prospects where and when they are engaged, instead of relying on stale content categories and segmentation methods. You need to cast this wide net because consumers find and share content from a wide cross-section of publishers. For a single demographic of women aged 25 to 54 during the 2015 holiday season, we saw engagement and ad performance within targeted holiday content across a wide variety of websites including technology (best tech gifts), shopping, finance (holiday deals), and relevant celebrity news such as Mariah Carey’s holiday book release.
Tap The Power Of Non-Endemic Opportunities
Holiday shoppers engage with other content throughout their path to purchase. By targeting the trends they’re most engaged with in the moment, you can capture additional opportunities to drive sales. For example, in 2015 broader content trends in auto, fashion and entertainment drove very strong performance for advertisers that correlated that activity with more traditional holiday-related trends. And moms everywhere were heavily influenced by TV, web and social media (particularly Pinterest) to spend millions so their pre-schoolers could head to class in the latest Boho-Chic look (yes, really). Those transactional decisions were made a long time before credit cards came out.
Take A More ‘Always-On’ Approach
The growth of online and mobile shopping mean the significance of the actual Black Friday and Cyber Monday dates on the calendar is declining. But the window around these tentpoles is still very much open — social conversations around Black Friday and Cyber Monday shopping actually start to increase about 12 to 24 days before the sales events. Translation: by expanding your brand’s window of address and using a real-time, trends-based approach, you can more effectively target pre-Black Friday online buzz, post-Cyber Monday purchases and multichannel shopping.
For more information on how trend advertising can boost your Holiday campaign success, download our in-depth analysis.